Society
Bangkok continues to attract travellers who return for another stay, placing the Thai capital among Asia’s three leading repeat-visit destinations for the second year in a row, according to Agoda booking data covering the first six months of 2026.
Tokyo remained at the top of the regional list, while Bali made its first appearance in the top three. Seoul and Osaka followed in fourth and fifth place.
The remainder of Asia’s top 10 included Da Nang, Kuala Lumpur, Fukuoka, Taipei and Johor Bahru.
Thailand’s repeat-visitor favourites
Within Thailand, the same five destinations continued to dominate repeat travel. Bangkok ranked first, followed by Phuket, Pattaya, Chiang Mai and Hat Yai. Their positions were unchanged compared with the previous year.
Agoda said the destinations attract returning visitors for different reasons.
Bangkok has increasingly become associated with health and wellness experiences, while Phuket continues to draw people looking for longer stays, including remote workers. Pattaya remains a popular choice for family trips, while Chiang Mai appeals to travellers interested in a more relaxed environment and to digital nomads.
Hat Yai, meanwhile, continues to benefit from its popularity as a convenient short getaway, particularly among visitors from neighbouring Malaysia and Singapore.
Japan and Vietnam gain momentum
Japan and Vietnam were among the countries showing stronger demand from repeat travellers this year.
Fukuoka, known locally as Hakata, entered Asia’s top 10 for the first time. The city combines its food culture — particularly its well-known tonkotsu ramen — with lively street-food areas and convenient connections to other parts of Kyushu.
Vietnam’s Da Nang also recorded a notable rise, moving up two places to sixth in the regional ranking. Its coastal attractions, access to the UNESCO-listed town of Hoi An and relatively affordable travel costs have helped strengthen its appeal among visitors returning to the region.
Agoda said repeat travel can reflect a desire to experience familiar destinations in new ways. Travellers may return to a city for a favourite restaurant, neighbourhood or attraction while exploring places they missed during previous trips.
Akaporn Rodkong, Agoda’s country director for Thailand and Indochina, said travellers are increasingly looking beyond the idea of simply collecting new destinations, with familiar places remaining part of their travel plans.
She noted that returning to a destination can provide an opportunity to combine favourite experiences with something new on each visit.
